Krista J. Li 李娇阳

Blanche "Peg" Philpott Professor
Professor of Marketing
Doctoral Program Coordinator
Kelley School of Business, Indiana University

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Krista Li is the Blanche “Peg” Philpott Professor, Professor of Marketing, and Doctoral Program Coordinator of Marketing at Kelley School of Business, Indiana University. Krista’s research focuses on improving firms’ marketing strategies by understanding consumer behavior and leveraging new technologies (big data, digital transformation, livestreaming, and AI). Her research also helps policy makers design regulations to promote better marketing for a better world.

Krista’s research has appeared in Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, Manufacturing & Service Operations Management, Production and Operations Management, and Strategic Management Journal. Her paper was a finalist for the Best Marketing Paper Award in Management Science. She was also honored as a Marketing Science Institute Young Scholar in 2021, a title awarded to “potential leaders of the next generation of marketing academics.”

Krista has extensive editorial experience serving as an Associate Editor for Marketing Science, Journal of Marketing, and Decision Sciences, as a Guest Associate Editor for Management Science, as a Senior Editor for Production and Operations Management; and as an Editorial Review Board member for the Journal of Marketing Research. She received the inaugurate Marketing Science Service Award as an Associate Editor in 2023 and the Marketing Science Award – Associate Editor in 2025.

Krista received her B.B.A. in Marketing from Lingnan University and M.A. in International Economics at Yale University. She received her Ph.D. in Marketing at Texas A&M University in 2016.

Honors & Impact

EDITORIAL APPOINTMENTS

  • Guest Associate Editor, Management Science, 2025 –
  • Marketing Science Award – Associate Editor, 2025
  • Associate Editor, Marketing Science, 2021 – 2024
  • Inaugurate Marketing Science Service Award as an Associate Editor, 2022
  • Associate Editor, Journal of Marketing, 2023 – present
  • Senior Editor, Production and Operations Management, 2023 – present
  • Associate Editor, Decision Sciences Journal, 2023 – present
  • Editorial Review Board, Journal of Marketing Research, 2021 – present
  • Editorial Review Board, Decision Sciences Journal, 2020 – 2023

SERVICE TO THE PROFESSION

  • INFORMS Society for Marketing Science (ISMS) Advisory Council, 2024
  • INFORMS Society for Marketing Science (ISMS) Doctoral Dissertation Awards Selection Committee, 2023
  • Reviewer, Marketing Science Institute (MSI) Alden G. Clayton Doctoral Dissertation Proposal Competition, 2022, 2023
  • Invited Faculty Fellow, ISMS Marketing Science Conference Doctoral Consortium, 2022, 2023, 2024
  • Invited Faculty Fellow, AMA-Sheth Foundation Doctoral Consortium, 2021, 2022
  • External Reviewer, Research Grants Council (RGC) of Hong Kong, 2025

INVITED SEMINAR PRESENTATIONS

  1. Fudan University, May 2025
  2. The Chinese University of Hong Kong, Shenzhen, May 2025
  3. Shenzhen University, May 2025
  4. Shanghai University of Finance and Economics, May 2025
  5. Dongnan University, May 2025
  6. Jiangnan University, May 2025
  7. Nanjing University of Information Science and Technology, May 2025
  8. Yale University, April 2025
  9. Lehigh University, November 2024
  10. Columbia University, October 2024
  11. University of California, Davis, October 2024
  12. University of Central Florida, September 2024
  13. Lingnan University, Hong Kong, June 2024
  14. The Chinese University of Hong Kong, Shenzhen, March 2024
  15. West Virginia University, October 2023
  16. University of Florida, September 2023
  17. Southwest Jiaotong University, July 2023
  18. Johns Hopkins University, April 2023
  19. Department of Business Economics & Public Policy, Indiana University, April 2023
  20. University of Illinois Urbana-Champaign, April 2023
  21. Purdue University, March 2023
  22. Kelley Research Week, Faculty Research Spotlight Speaker, January 2023
  23. Payne Research Symposium, University of Arizona, December 2022
  24. The Wharton School, University of Pennsylvania, November 2022
  25. Beijing Institute of Technology, November 2022
  26. Xidian University, November 2022
  27. Southeast University, October 2022
  28. Jiangnan University, October 2022
  29. Imperial College London, May 2022
  30. University of Minnesota, April 2022
  31. University of Pittsburgh, March 2022
  32. Lingnan University, December 2021
  33. Huazhong Agricultural University, November 2021
  34. Shandong University, October 2021
  35. University of Iowa, September 2021
  36. Xiamen University, September 2021
  37. University of Science and Technology of China, March 2021
  38. University of Washington, January 2021
  39. Fudan University, January 2021
  40. Boston College, September 2020
  41. University of Maryland (cancelled due to COVID-19)
  42. City University of Hong Kong, May 2020
  43. Marketing Department Doc Day, Indiana University, February 2020
  44. The Wharton School, University of Pennsylvania, October 2019
  45. University of Florida, January 2020
  46. Western University, January 2020
  47. University of California at Riverside, October 2019
  48. Georgetown University, September 2019
  49. University of Notre Dame, May 2019
  50. Texas A&M University, February 2019
  51. Emory University, November 2015
  52. Harvard University, October 2015
  53. Indiana University, September 2015
  54. Rutgers University, September 2015
  55. Michigan State University, September 2015
  56. University of Alberta, September 2015
  57. North Carolina State University, September 2015
 CONFERENCE PRESENTATIONS
  1. 2025 AMA Summer Academic Conference, August 2025
  2. ISMS Marketing Science Conference, June 2025
  3. The Third Asia-Pacific Marketing Academy Annual Conference, May 2025
  4. Discussant, 19th Annual Frank M. Bass UTD FORMS Conference, February 2025
  5. University of South California Digital Transformation Conference, February 2025
  6. Webinar Series on Credence Goods and Expert Markets, October 2024
  7. Host, ISMS Women in Quantitative Marketing Lunch, June 2024
  8. ISMS Marketing Science Conference, June 2024
  9. Societal Impact Driven Marketing Conference, March 2024
  10. Discussant, 18th Annual Frank M. Bass UTD FORMS Conference, February 2024
  11. Host, ISMS Women in Quantitative Marketing Lunch, June 2023
  12. ISMS Marketing Science Conference, June 2023
  13. Society for Consumer Psychology Annual Conference, March 2023
  14. 2023 AMA Winter Academic Conference, February 2023
  15. 22nd International Marketing Trends Congress, January 2023
  16. 2022 INFOMRS Annual Meeting, October 2022
  17. Discussant, Summer Institute in Competitive Strategy, University of California at Berkeley, June 2022
  18. MSI Young Scholar Conference, June 2022
  19. Distinguished Speaker, International Business Congress, May 2022
  20. POMS 2022 Annual Conference, April 2022
  21. AMA Winter Academic Conference, February 2022
  22. Global Institute for Artificial Intelligence and Business Analytics, Temple University, January 2022
  23. 2021 Conference on Artificial Intelligence, Machine Learning, and Business Analytics, December 2021
  24. INFORMS 2021 Annual Meeting, October 2021
  25. Distinguished Speaker, Doctoral Consortium of the China Marketing International Conference, August 2021
  26. Faculty Fellow and session chair, 2021 AMA-Sheth Foundation Doctoral Consortium, August 2021
  27. Panelist, AMA DocSIG Panel Series, August 2021
  28. AMA Marketing + Public Policy Conference, June 2021
  29. The 43rd ISMS Marketing Science Conference, June 2021
  30. INFORMS Annual Meeting, November 2020
  31. AMA Summer Academic Conference, August 2020
  32. China Marketing International Conference, June 2020
  33. Indiana-wide COVID19 Research Conference, June 2020
  34. The 42nd ISMS Marketing Science Conference, Duke University, June 2020
  35. Production and Operations Management Conference, Washington DC, May 2019
  36. Department of Operations & Decision Technologies, Indiana University, April 2019
  37. American Marketing Association Winter Conference, February 2019
  38. American Marketing Association Winter Conference, February 2019
  39. ETH/NYU Design Conference, New York University, May 2017
  40. American Marketing Society Conference, May 2016
  41. INFORMS Marketing Science Conference, June 2014

AWARDS & HONORS

  • Research Accelerator Fellow, Kelley School of Business, Indiana University, April 2024.
  • Finalist, Best Marketing Paper in Management Science, November 2023.
  • Inaugurate Marketing Science Service Award as an Associate Editor, February 2023.
  • 2021 Kelley School of Business Research Award, Indiana University, November 2022.
  • Faculty Panelist, ISMS Doctoral Consortium, June 2022.
  • Faculty Fellow, AMA-Sheth Foundation Doctoral Consortium, University of Texas at Austin, June 2022
  • Session Organizer, Marketing and Operations Management Track, 2022 POMS Annual Conference, April 2022.
  • Female Scholar, Designing a Career in the Marketing Academy, November 2021.
  • Faculty Fellow, AMA-Sheth Foundation Doctoral Consortium, Indiana University, August 2021.
  • 2021 MSI Young Scholars, June 2021.
  • Faculty Representative, Mittelstaedt Doctoral Symposium, University of Nebraska – Lincoln, April 2021.
  • Weimer Faculty Fellow, Kelley School of Business, Indiana University, June 2020.
  • Finalist, Chinese Marketing Scholar Best Paper Award, May 2020.
  • Research Follow, Center for the Business of Life Sciences, Kelley School of Business, May 2019.
  • Junior Faculty in Marketing Science, Inaugural Faculty Development Forum, Washington University in St. Louis, May 2019.
  • Early-Career Faculty Consortium Fellow, Marketing Strategy Consortium, Indiana University, January 2019.
  • Marketing Science Institute Young Scholar Research Grant $5,000, May 2017.
  • Finalist, Mary Kay/AMS Dissertation Proposal Competition, May 2016.
  • Dean’s Award for Outstanding Research, Texas A&M University, 2015.
  • Dean’s Award for Outstanding Teaching, Texas A&M University, 2015.
  • Inaugural AMS Doctoral Consortium Fellow, Denver, 2015.
  • AMA-Sheth Doctoral Consortium Fellow, Northwestern University, 2014.
  • INFORMS Doctoral Consortium Fellow, Emory University, 2014.
  • INFORMS Doctoral Consortium Fellow, Boston University, 2012.
  • The Most Distinguished Student of the University Award, Lingnan University.
  • On President’s List Academic Honors, Lingnan University
  • Zonta Club of Kowloon Awards for Outstanding Services
  • Outstanding Service Awards for Hong Kong Tertiary Students
  • Dr. and Mrs. James Tak Wu Awards for Outstanding Service
  • Hong Kong Award for University Women Beryl Wright Memorial Undergraduate Scholarship (awarded to two students out of all undergraduate students in Hong Kong).
  • Champion, Canton Hong Kong & Macau Mandarin Contest (Hong Kong Division)
  • The Hong Kong Jockey Club Full Scholarship for Undergraduate Study in Hong Kong, info (awarded to the 1st group of 27 students selected from Mainland China based on academic record to study in Hong Kong with full scholarship)

Research

Publications

20. Gu, Xian, Juan Bu, and Krista J. Li (2025), “Old but Gold? Product Design Innovation and the Value of Used Products in Secondhand Markets,” forthcoming, Production and Operations Management.

19. Guan, Xu, Krista J. Li, and Hao Wu (2025), “A Blessing or a Curse? Teletriage Service in Healthcare,” forthcoming, Management Science. [pdf]

18. Zhang, Jianqiang and Krista J. Li (2025), “Retention or Acquisition? Behavior-Based Quality Disclosure,” forthcoming, Management Science. [pdf]

17. Guan, Xu, Huan Cao, Krista J. Li, and Yucheng Ding (2025), “Product Safety and Liability with Deceptive Advertising and Moral Hazard,” Marketing Science, 44(2), 287-305. [pdf]

16. Li, Krista J. and Xi Li (2023), “Advance Selling in Marketing Channels,” Journal of Marketing Research, 60(2), 371–387. [pdf]

15. Li, Xi, Krista J. Li, and Yan Xiong (2023), “Channel Coordination of Storable Goods,” Marketing Science, 42(3), 538-550 [pdf]

14. Li, Xi and Krista J. Li (2023), “Beating the Algorithm: Consumer Manipulation, Personalized Pricing and Big-Data Management,” Manufacturing and Service Operations Management, 25(1), 36-49. [pdf]

13. Li, Krista J., Jianqiang Zhang, and Richard Schaefer (2022), “Parallel Imports of Status Goods: A Strategic Analysis of Aesthetic Design,” Production and Operations Management, 31, 2268– 2288. [pdf]

12. Bu, Juan, Eric Zhao, Krista J. Li, and Joanna Li (2022), “Multilevel Optimal Distinctiveness: Examining the Impact of Within- and Between-Organization Distinctiveness of Product Design on Market Performance”, Strategic Management Journal, 43(9), 1793–1822. [pdf]

11. Li, Krista J. (2021), “Product and Service Innovation with Customer Recognition,” Decision Sciences, 1-16. [pdf]

10. Li, Krista J. and Jianqiang Zhang (2021), “How Does Customer Recognition Affect Service Provision?”  International Journal of Research in Marketing, 38(4), 900-914, [pdf]

9. Zhang, Jianqiang and Krista J. Li (2021), “Quality Disclosure under Consumer Loss Aversion,” Management Science, 67(8), 5052-5069. [pdf]

  • Finalist, 2021 Best Marketing Paper in Management Science.

8. Li, Krista J. (2021), “Behavior-Based Quality Discrimination,” Manufacturing & Service Operations Management, 23(2), 425–436. [pdf]

  • Featured in SCM791 Doctoral Seminar on Operations Management at Arizona State University

7. Li, Xi, Krista J. Li, and Xin (Shane) Wang (2020), “Transparency of Behavior-Based Pricing,” Journal of Marketing Research, 57(1), 78-99. [pdf]

6. Li, Krista J. and Yan (Lucy) Liu (2019), “Same or Different? An Aesthetic Design Question,” Production and Operations Management, 28(6), 1465-1485. [pdf]

  • Finalist, Mary Kay AMS Dissertation proposal Competition, May 2016

5. Li, Krista J. (2019), “Status Goods and Vertical Line Extensions,” Production and Operations Management, 28(1), 103-120. [pdf]

4. Li, Krista J. (2018), “Behavior-Based Pricing in Marketing Channels,” Marketing Science, 37(2), 310-326. [pdf]

3. Jain, Sanjay and Krista J. Li (2018), “Pricing and Product Design for Vice Goods: A Strategic Analysis,” Marketing Science, 37(4), 592-610. [pdf]

2. Liu, Yan, Krista J. Li, Allan Chen, Subramanian Balachander (2017), “The Effects of a Product’s Aesthetic Design on Demand and Marketing Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency,” Journal of Marketing, 81(1), 83-102. [pdf]

1. Li, Krista J. and Sanjay Jain (2016), “Behavior-Based Pricing: An Analysis of the Impact of Peer-Induced Fairness,” Management Science, 62(9), 2705-2721. [pdf]

Selected
Working
Papers

21. Li, Krista J., Jianqiang Zhang, and Xian Gu, “Bundling with Pay-What-You-Want Pricing,” major revision, revising for the 2nd-round review, Management Science.

22. Cai, Han, Krista J. Li, Lusi Wu, and Jiaming Fang, “Emotions that Sell: The Effects of Virtual Live Streamers’ Emotional Diversity and Arousal on Sales,” major revision, revising for the 2nd-round review, Journal of Marketing.

23. Chae, Dong Wook, Krista J. Li, and Yao Yao, “Multitasking and Goal Setting: A Strategic Analysis Considering Self-Control,” major revision, revising for the 2nd-round review, Management Science.

24. Wang, Yuanzhao, Sandun Perera, Qingning Cao, and Krista J. Li, “Bundling with Fairness Concerns,” major revision, revising for the 2nd-round review, Management Science.

Book
Chapter

Shankar, Venkatesh and Krista J. Li (2014), “Leveraging Social Media in the Pharmaceutical Industry,” Innovation and Marketing in the Pharmaceutical Industry (International Series in Quantitative Marketing Vol 20.), Min Ding, Jehoshua Eliashberg, and Stefan Stremersch (eds.), Springer. link

Teaching

MBA and EMBA

Indiana University

  • Full-time MBA Marketing Core Course, Indiana University, 2023 –
    •  Evaluations: Instructor 6.9 out of 7; Course 6.8 out of 7.
  • Full-time MBA Instructor for Prospective Students on Experience Weekend, 2024
  • Kelley Direct On Campus Coach and Judge, 2018, 2019, 2022, 2023

University of Alberta 

  • Data Analysis and Modeling (EMBA), University of Alberta, 2 sections
    • Evaluations: Instructor 4.9, Course 4.9 out of 5.
  • Data Analysis and Decision Making (MBA), University of Alberta, : 2 sections
    • Evaluations: Instructor 4.3, Course 4.2 out of 5.

Ph.D.

Indiana University

  • Research Methods in Marketing, 2025 –
  • Analytical Modeling in Marketing, 2024
  • Analytical Study Group, March 2023 – 2024
  • Analytical Study Group, August – December 2020
  • Analytical Modeling in Marketing, 2019

Undergraduate

Indiana University

  • Marketing Research, 2016 – 2022
  • Evaluations: Instructor 6.4, Course 6.4 out of 7.

Texas A&M University

  • Marketing Research, 2014
  • Evaluations: Instructor 4.9, Course 4.7 out of 5.
  • Dean’s Award for Outstanding Teaching.
  • Invited speaker for PhD student teaching workshop.

Service

Professional

  • CMO Council Academic Advisory Board Member, 2024 – present
  • INFORMS Society for Marketing Science (ISMS) Advisory Council, 2024
  • Guest Associate Editor, Management Science, 2025 –
  • Associate Editor, Marketing Science, October 2021 – 2024
  • Associate Editor, Journal of Marketing, March 2023 – present
  • Senior Editor, Production and Operations Management, February 2023 – present
  • Associate Editor, Decision Sciences Journal, August 2023 – present
  • Editorial Review Board, Journal of Marketing Research, 2021 – present
  • Editorial Review Board, Decision Sciences, 2020 – 2023
  • ISMS Doctoral Dissertation Awards Selection Committee, 2023
  • Reviewer, Marketing Science
  • Reviewer, Management Science
  • Reviewer, Journal of Marketing Research
  • Reviewer, Journal of Marketing
  • Reviewer, International Journal of Research in Marketing
  • Reviewer, Journal of Academy of Marketing Science
  • Reviewer, Manufacturing & Service Operations Management
  • Reviewer, Production and Operations Management
  • Reviewer, Information Systems Research
  • Reviewer, MIS Quarterly
  • Reviewer, Marketing Science Institute Alden G. Clayton Doctoral Dissertation Proposal Competition
  • Reviewer, Journal of Operations Management
  • Reviewer, Marketing Letters
  • Reviewer, Review of Industrial Organization
  • Reviewer, Decision Sciences
  • Reviewer, Omega
  • Reviewer, The Manchester School
  • Reviewer, American Marketing Association (AMA) Conferences
  • Invited Panelist, 2021 Summer AMA Doctoral Students Special Interest Group

Doctoral Student and Visiting Scholar Supervision

  • Marketing Doctoral Program Coordinator, August 2024 – present
  • Dong Wook (Peter) Chae, co-chair, June 2022 – present
  • Philip Kim, PhD dissertation committee member, 2023 – present, placement: Texas Christian University
  • Moyan Li, PhD dissertation committee member, Department of Business Economics and Public Policy, Indiana University, 2023, placement: Hong Kong University of Science and Technology (Guangzhou)
  • Peng Liu, PhD dissertation committee member, 2016-2019. Placement: Santa Clara University.
  • Mengchu Li, visiting scholar, November 2024 – 2025.
  • Yao Yao, visiting scholar, November 2022 – 2023, placement: Jiangnan University
  • Meng Ji, PhD dissertation committee member, 2023 – present
  • Huahua Zhu, PhD dissertation committee member, Economics Department, 2022 – present
  • Yaying Zhou, doctoral dissertation examination committee chair, July 2022.
  • Jianqiang Zhang, visiting scholar, 2019-2020.
  • Long Ding, visiting doctoral student, 2018-2019.
  • Guangqi Dong, mentor, 2023 – 2024

 Department

  • Marketing Doctoral Program Coordinator, August 2024 – present
  • Recruiting Committee, 2024-2025
  • Chair, Full-time MBA Committee, 2022 – present
  • Organizer, Marketing Women Lunch, 2022 – present
  • Co-chair, 2022 Haring Symposiums.
  • Dissertation committee, Peng Liu, Department of Marketing, Indiana University, 2019. Placement: Santa Clara University.
  • Recruiting Committee, Department of Marketing, Indiana University, 2016 – 2020.
  • Doctoral Program Committee, Department of Marketing, Indiana University, 2016 – 2020.
  • Reviewer for first- and second-year PhD student papers, Department of Marketing, Indiana University, 2016 – 2022.

 School and University

  • PhD Program Policy Committee, 2024 – present
  • Full-time MBA Instructor for Prospective Students on Experience Weekend, 2024
  • General Education Committee,  Indiana University, 2023 – present.
  • MBA Policy Committee, Kelley School of Business, Indiana University, 2023 – present.
  • Research Policy Committee, Kelley School of Business, Indiana University, 2021 – present.
  • Tenure Track Faculty Representative, Academic Council, Kelley School of Business, Indiana University, 2020 – 2021.
  • Research Policy Committee, Kelley School of Business, Indiana University, 2020 – present.
  • Academic Fairness Committee, Kelley School of Business, Indiana University, 2019 – 2020.
  • Ph.D. Examination Committee (Leslie Hodder), Kelley School of Business, Indiana University, 2020 – present.

Community

  • President, Bloomington Indiana Scholastic Chess Club, 2018 – 2024.
  • Tournament Director, United States Chess Federation, 2018 – 2024.
  • Organizer, Free Virtual Chess Camp, 2020 – 2022.
  • Mathcount Coach, University Elementary School, 2022
  • Volunteer, Bloomington Community Kitchen, 2022

Keep in touch